The Influences That Affect Puchase Intention Of Young Vietnamese Towards Japan Versus Domestic Brands In Ho Chi Minh City An Investigation Of Fashion Industry

Abstract

This study was conducted in the context of Vietnam's economic recovery following Covid 19 and the global economic slump. However, the fashion sector in Vietnam is gaining popularity not only in Asia but also on all continents across the world. The purpose of this study is to better understand the elements that influence the fashion industry intentions of young consumers in Ho Chi Minh City while choosing between Japanese and domestic brands. The essay examines customer ethnocentrism, attitudes toward products, perceived quality, brand image, and perceived value to determine the relationships that influence the fashion market, particularly in Ho Chi Minh City. The quantitative method was applied and a questionnaire with 331 young respondents was conducted. However, there were 319 valid responses after filtering false elements. The respondents were randomly chosen and divided into four different age groups: under 18, 18-22, 22-30, and over 30 years old. This survey was done using descriptive statistics, reliability, validity, SEM and regression analysis. The primary data was analyzed with SPSS and AMOS software. The findings suggest that the criteria discussed in this article are mainly favorably connected with one another, and the majority of participants have a favorable attitude toward purchasing domestic goods over Japanese products. Furthermore, consumer ethnocentrism has an indirect impact on the fashion industry's goals among young customers in the Ho Chi Minh City market. Following that, Vietnamese brand firms should concentrate on increasing brand image, perceived value, and perceived quality in order to become one of the leading brands among customers looking to purchase new garments.